Convincing people to visit your website might be tough, but the real challenge is convincing them to convert once they get there.
If your content marketing efforts, social media, and paid advertising are all the bait designed to lure potential leads, then your landing page is how you reel in those all-important profits. The trouble is, most brands have no idea how to create an effective landing page.
There are countless elements that a top-notch landing page needs. While there isn’t a one-size-fits-all guide to captivating your customers and earning that all-important sale, there are some best-practices you can follow to make your landing pages more effective.
By the time you’ve finished reading this article, you’ll know exactly what it takes to transform just another webpage into a conversion machine.
Before we jump into an explanation of what makes the best landing page, the first thing you need to know is that your landing page is not necessarily your home page.
A landing page is where your visitors “land” when they click on a call-to-action or link that connects them to your company. It’s where they’re expected to hand over their contact information or perform an important action like getting in touch. For a page to be a landing page it must:
Now that we’ve got that out of the way, let’s look at the essential elements of your landing page.
The average attention span isn’t great. When someone arrives on your landing page, you only have a few seconds to convince them that’s where they want to be, before they click the back button. A headline is where your conversion journey begins, grabbing your client’s attention and letting them know that you’ve got something special to offer. A headline should be:
Campaign Monitor’s landing page tells you what you need to know instantly with the headline “Better Email Marketing.” The header is short, informative, and packed full of value.
Now that you’ve caught your lead’s attention with an exciting heading, it’s time to explain how you’re going to give them the value they crave. Your headline should allude to your services, but your subheading and explanation goes a step further by laying your USP out there in black and white. Your subheading and explanation should be:
The “Fabrik Brands” page below highlights what the company is, what it does, and how it values the customer. It’s quick, to the point, and completely customer focused.
While some landing pages include a link to a contact page, or an “act now” button, some of the best landing page examples out there get straight to the point by allowing you to enter your details as soon as you see what they have to offer. The key to a great form is making sure that it’s long enough to collect the right information, but short enough that it doesn’t scare your customers away. When designing your form, remember:
The Emprestimo Pessoal landing page is quick, clear and to the point. There are only four fields for leads to deal with, and the form itself is front and center in the page, making it easier to access and use.
Sometimes, you’ll be able to cover your unique values and benefits within the “explanation” section of the landing page. However, with more complex products or services, you might need a few paragraphs or bullet points that help you to go into more detail on what you have to offer. Remember, the most high-converting landing pages always answer the question “What’s in it for me?” This is your best chance to really sell yourself, so:
The Crazy Egg landing page demonstrates three distinct user benefits with images, explanations, and an immediate call to action beside each feature. This is a great way to make sure you don’t lose a lead’s attention.
Finally, the last thing you need is a chance to tell your customers what to do. If you want them to call you, include your number next to bold, attractive font that says, “Call Now.” If you want your customers to hand over their email address, give them a form field and follow up with a button that says, “Start Today.” A few rules of thumb to follow include:
The CTA on the Airbnb landing page is friendly, user-oriented, and designed to stand out on the page in a bold, but not aggressive color.
Designing the perfect landing page doesn’t have to be a nightmare, but it does take some time, attention, and research. Follow the tips above and remember to frequently test your pages to find out which elements are more likely to convert.
The more you learn about your customers and how they respond to different form fields, CTA copy, and even color options, the more effective your landing page will become.
Source : speckyboy.com
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